ICYMI, here's Part 1 of the post.

Q6:        Where does the interactive content live in relation to the video itself?

A6:        The question you have to ask yourself, as the content owner: how does the interactive content affect the viewing experience? Is it overlayed on top of the video? Does the content interrupt the experience?  Can the viewer engage at their own pace?

The goal of interactive video is to enhance the viewing experience and create deeper emotional connections. If the manner in which your vendor delivers the interactive features fails to elevate the viewing experience, you really need to think long and hard if they are the right fit for you.     

Interactivity that retains the purity of the video content, that doesn’t disrupt the the viewing experience, and leaves control in the hands of the viewer- that’s a great solution for content owners and viewers a like.

Q7:        What is your pricing structure?

A7:        Options could be a licensing model, monthly subscription, cost-per-engagement (CPE), or a mix of all of the above.  Consider how often you will use this technology, your tolerance for risk, and your internal budgeting systems.  Can you work with changing monthly costs?  If yes, then a straight CPE model would work.  Do you need a fixed cost each month?  Look into more of a fee-based structure.  Ask your vendor if you’re able to set budgets for individual videos, for the account, or both, and if you can manage that setting within the dashboard.

Q8:    How is your experience adding value to the experience?

A8:      This is a crucial, important, critical - did I mention crucial? - question to ask.  If interactive content isn’t adding value to your viewers, it’s not worth using. Is your vendor a one-trick pony that can only add annotations or overlays?  Or can they add a diverse array of interactive features like voting, social media integration, and ecommerce?  The ability to keep your interactions fresh only helps keep the user experience new and exciting.

Bottom line:  would YOU be excited to use the features every day?

Q9:    Is the interactive platform truly scalable?

A9:    If you haven’t figured it out by now, the use of digital video content is...umm...growing.  Just a bit.  Can your interactive video platform grow with you?  This goes to the heart of the platform itself.  Is it ready to deliver its interactive features across all platforms?  That means to distribute your interactive content on desktop, mobile, and social media (as well as OTT and TV Everywhere), you’re working from one central dashboard, on your schedule, in an easy to use environment.

Q10:     Is the platform open for any custom applications, user interfaces or integrations you may need to build down the road?

A10:    If you plan to centralize management of your interactive content (which you should), make sure you aren’t locked in to the vendor’s idea of the best user experience for your audience, or the right data for your decision making. Ideally, API’s will be available to let you get to your content and data programmatically. Then you’re only limited by imagination. Retailers could integrate click-to-buy right all the way through to the shopping cart. Publishers could pull interactive content into their own mobile and OTT apps while still leveraging the central management. And anyone could pull raw analytics into their internal data warehouses to merge it with all their other relevant sources.


What is your experience working with interactive video?  Share the good and the bad in the comments below.